Digital advertising

Digital advertising refers to advertising on various digital media platforms. It also includes social media channels such as Facebook, Instagram, and LinkedIn. Even in digital advertising, the most effective solutions are based on careful planning and an attractive creative solution.

Digital advertising includes all paid advertising that takes place online. There are a huge number of channels and forms of advertising, so the most important thing is to find the most suitable solutions for your own purposes and goals.

• Search engine marketing
• display advertising
• video advertising
• native advertising
• Facebook
• Instagram
• LinkedIn
• Twitter
• TikTok
• and so on.

How to execute digital advertising

Specific execution depends on the channel used. However, the key steps in planning and implementing digital advertising can be roughly described for all channels together.

• target groups, i.e. who you want to reach with advertising
• message, i.e. what you want to tell to the target group
• creative solution, i.e. how the desired message is conveyed
• the visual look, that is, what the ads look like
• content, i.e. ad text
• implementation, i.e. production and, technical implementation of different ad sizes and content versions, if needed
• goals, i.e. what want to be achieved with advertising

Targeting digital advertising

The key strengths of digital advertising are accurate targeting and measurability. These make digital advertising a particularly cost-effective marketing communication tool.

Depending on the channel, the targeting criteria can include:

• search engine behaviour
• retargeting website visitors
• age, gender, location, and other demographics
• interests and hobbies
• Jobs or Titles

Measuring digital advertising

Typically, the purpose of digital advertising is to gain attention for advertising and thereby increase awareness and influence the target group’s perceptions of the product or service. In addition, digital advertising usually aims to direct more users to a web service, where the target group can learn more about products and services, submit a contact request, make a request for a quote, or make a purchase.

Digital media advertising management systems provide a wealth of data on the implementation and results of advertising.

• impression
• attention value and engagement
• the number and cost of clicks
• ad Rank (compared to competitors)
• the functionality of different ad versions
• conversions, that is the amount of desired and defined actions which are measured
• cost of conversions

In addition, the analytics solution for the web service must be designed and implemented in such a way that it enables high-quality monitoring of the results of digital advertising in the web service. Thus, for example, it is possible to measure how users coming through a particular channel perform in the web service and what kind of results they produce.